Food Consumer Insights

Trend - Restaurants are offering limited-time promotions related to the unofficial 4/20 holiday. These include lowered prices and large food bundles, with a focus on easy-to-eat foods such as burgers or nuggets, which helps build relationships with consumers who celebrate the cannabis-related holiday.

Insight - As more countries and states legalize recreational marijuana use, the number of adults who engage with cannabis-related products increases. This number grows larger on April 20th, leading to many consumers looking for ways to complement their celebrations, such as with fast-food meals or snacks, also known as "munchies." Restaurants are acknowledging the large base of individuals who celebrate 4/20, and are launching cost-effective promotions to capture this market.

Trend - Colostrum supplements are gaining momentum within the wellness industry as consumers increasingly seek natural ways to bolster their immunity and enhance gut health. Colostrum, the first form of milk produced by mammals immediately after birth, is rich in antibodies and nutrients, making it an attractive option for those looking to support their overall health.

Insight - The rising interest among consumers in preventative health is transforming the health and wellness industry. There's a noticeable shift towards proactive wellness strategies, as today's health-conscious individuals actively look for ways to boost their immune function, improve digestive health, and enhance their overall well-being. This move towards preventative care indicates a broader societal acknowledgment of health as a holistic, long-term investment, steering many away from the conventional reactive approach to healthcare.

Trend - The matcha beverage landscape is evolving, enriched by the introduction of colorful variants such as pink, red, blue, and orange matchas. In a time when both the aesthetic appeal and nutritional benefits of food and drinks are highly valued, there's a notable trend towards inventive, Instagram-worthy choices that offer more than mere flavor.

Insight - The rise of mocktails and "sleepy girl cocktails" is reshaping at-home drinking culture, focusing on mindful, non-alcoholic options. This trend towards health-conscious, innovative beverages caters to a desire for unique, relaxing drinking experiences. As consumers prioritize wellness and novelty, there's a market opportunity for brands to offer drinks that combine taste, health benefits, and visual appeal, highlighting a shift towards beverages that support a lifestyle of mindful indulgence and self-care.

Trend - Since their inception in France in 2022, croissants filled with baked cookie dough, or 'Crookies,' have grown in popularity in restaurants and bakeries. Crookies are versatile and offer consumers a mix of the light flakiness of a croissant and the densely flavored dough of a cookie.

Insight - Foodie consumers and influencers continually seek foods with new ingredients, flavors, or cooking methods. These consumers try new products as soon as they are available, with social media bringing attention to more popular selections. Brands recognize that these consumers heavily prioritize more creative and diverse foods. In order to better capture the foodie consumer base, bakeries and restaurants are crafting hybrid pastries that blend different textures and flavors.

Trend - Brands are responding to evolving consumer health concerns and a growing preference for minimally processed foods by introducing products devoid of seed oils, such as soybean, sunflower, and corn oils. This trend is driven by increasing awareness of the potential inflammatory effects associated with these oils.

Insight - Thanks to social media, consumers are more informed than ever about their food's quality, leading to a significant reevaluation of the health impacts of many common ingredients. This heightened awareness, combined with accessible scientific studies, is driving a shift towards whole, minimally processed foods, seen as more natural and beneficial for health. As consumers prioritize health-conscious whole foods, the demand for products aligned with these values is also on the rise.

Trend - Restaurants and CPG brands are creating bubble waffles and mixes made with meal-like ingredients. Bubble waffles are versatile, allowing for nearly any type of filling while maintaining a bite-sized and shareable shape. These are easy to prepare and offer new ways of experiencing well-known flavors.

Insight - Foodie consumers continually desire novelty food experiences; whether it pertains to the recipes, preparation method, or food format, these consumers are willing to experiment to see what works for them. The rise of cross-dish experimentation, spurred on by more adventurous customers, has led to the creation of hybrid dishes such as curry hamburgers. In aiming to address the needs of these consumers, brands are turning to savory bubble waffles for their versatility and convenience in preparation.

Trend - CPG brands are offering more balanced versions of bite-sized breakfast foods. These breakfast bites replicate the nutritional value of full breakfasts through complex ingredient lists. These are intended to save time for consumers without compromising on health or flavor.

Insight - Most health-conscious consumers recognize the importance of a healthy breakfast in contributing to day-to-day energy levels. However, not all individuals have the luxury of time to prepare these balanced meals, leading to many defaulting to purchasing quick fast food breakfasts, or simply skipping breakfast altogether. CPG brands are recognizing the demand for time-efficient alternatives to breakfast meals, and are in turn downsizing traditional breakfasts into ready-to-eat bite-sized portions.

Trend - Brands are creating plant-based cream cheese alternatives with almond as the base ingredient. This popular nut is used due to its health benefits. When compared to whole milk products, almond-based alternatives have healthy fats, fibers, more vitamins, and do not lose out on protein.

Insight - In the modern era, it is no longer only vegan or vegetarian consumers who gravitate toward plant-based alternatives. Many health-conscious consumers find that these products have more balanced nutrient lists, enabling them to better fit with these consumers' lifestyles. Brands are recognizing the shift in the market for plant-based products and are now releasing alternatives that advertise nutritional benefits on the label, rather than positioning the product as vegan or vegetarian alternatives to the norm.

Trend - Miniature libations let consumers sample multiple drinks on one occasion. This makes the act of drinking and sampling a more social endeavor, as consumers can enjoy beverages in a similar method to a tasting or flight. Additionally, the miniature format is friendlier for those who are sober-curious.

Insight - As with many industries, consumer attitudes toward drinking have shifted away from simple consumption and toward drinking as a hobby. This is due to the rise in self-education and "hobbyism" mid-pandemic. We see consumers focusing more on flavor, form, and experimentation. Consumers are invested in trying wider varieties of beverages to cultivate personal tastes and preferences. Ultimately, this signifies a shift from casual drinking to more intentional, exploratory consumption.

Trend - New startups are launching alcoholic RTD drinks with honey as the primary ingredient or sweetener. Honey is used due to its unique flavor profile and health benefits over processed sweeteners. These canned drinks boast the convenience of canned drinks and the natural, organic flavors of honey.

Insight - Health-conscious consumers are less likely to purchase canned alcoholic beverages due to high-calorie content, unexciting flavor profiles, and the inclusion of processed ingredients. As such, these consumers are drawn to canned drinks with healthy alternative ingredients and unique flavors that cannot be found in a local bar. Brands are adhering to these desires by taking flavor inspiration from non-alcoholic drinks to use in healthy alcohol-based RTDs.